Singtel encourages Singaporeans to strengthen ties this Chinese New Year
Singapore, 19 January 2018 – Singtel today released its short film titled “Mr Lim’s Reunion Dinner” in the run-up to Chinese New Year, to encourage Singaporeans to celebrate the festive season with their loved ones and preserve traditions amid the fast-changing society in which we live.
The film follows a widower Mr Lim, played by veteran actor Lim Kay Tong, as he busies himself with preparations for the all-important reunion dinner held every eve of Chinese New Year, while eagerly awaiting his children’s homecoming. As the day approaches, his son and daughter who both live and work overseas, tell him separately that they will not be coming home after all. Both mistakenly assume that the other sibling will be around to celebrate the occasion with him. Despite feeling deeply disappointed, Mr Lim does not let on that he will be all alone this Chinese New Year. Nor does he let up on tradition. Instead, he faithfully continues preparing a feast of his family’s favourite dishes, stoically carrying on the tradition of reunion dinner in their absence. Fortunately, his children learn the truth and hurry home just in time to sup with their lonely father. All’s well that ends well.
“It’s an increasingly familiar story, what with more Singaporeans working and studying abroad, and probably not just over Chinese New Year,” says Ms Lian Pek, Singtel’s Vice President for Group Strategic Communications and Brand. “While technology has helped us stay connected with loved ones in different continents, nothing beats having family present during important holiday seasons.” To underscore this point, the film has a tagline that says, ‘Family matters. Stay connected to home.’
While it is customary to make the journey home for a reunion at Chinese New Year, the significance of Chinese New Year has waned somewhat in recent years, especially among the younger generation, making it an increasingly lonely time for many older people. “As a company devoted to connectivity, we also believe in making endearing and meaningful connections. We are big believers in keeping traditions alive, keeping ties strong, and staying connected to home,” adds Ms Pek.
Written in-house, Singtel worked with Akanga Films and award-winning filmmaker K. Rajagopal to produce the festive short film to be aired on Singtel TV and various social media channels from 19 January to 2 March.
Singtel’s last festive film, “Ah Ma’s Christmas” chalked up some 5.3 million views over three weeks in the run-up to Christmas. The story of Ah Ma being snubbed by her family in favour of the mobile phone resonated deeply with viewers who found the video’s message of reconnecting over Christmas - heartwarming and meaningful.